Between Profit and Purpose: Employee Responses to Financial and Social Logics in Women’s Sport

Recent market growth in women’s sport has happened as fans increasingly support brands that embrace social issues, suggesting that women’s sport houses multiple logics (financial and social) that may be compatible. The purpose of this study is to explore employees’ perspectives of the logics in women’s sport and how these influence their workplace experiences. Using a case study design, we interviewed 15 women’s sport employees. We observed that they navigate both financial and social logics, which they see as compatible. This understanding of a complementary relationship has both behavioral (e.g., collaboration) and emotional (e.g., collective anxiety) consequences for employees. Notably, collective anxiety is simultaneously associated with negative effects and positive coping mechanisms, demonstrating its complexity in shaping individuals’ actions. This research advances understanding of how employees respond to multiple logics and the effects of this process. Insights from this study can help women’s sport managers better support workers.